Revenue Unscripted

S01 E23 - The Human Infrastructure Behind Revenue Growth with Arin Schultz

Jennica Dixon — Fri, 24 Jul 2026 14:26:25 +0100

Description

Sales is often treated like a mystery from the executive seat — unpredictable, difficult to manage, and tempting to replace with dashboards, automation, or AI. But for Arin Schultz, Chief Growth Officer at Naturepedic, sales became the training ground for leadership, growth, customer insight, and executive decision-making.

In this episode of Revenue Unscripted, Jennica Dixon talks with Arin about his unconventional path from sales into the C-suite, what human selling still does that technology cannot, and why leaders need to stay close to the people, customers, and operational realities behind the numbers.

In this episode:

How sales helped Arin build the skills that carried him into executive growth leadership
Why human relationships still matter in complex sales and customer trust
What CEOs can miss when they lead only through dashboards
Why frontline employees often hold critical operational and customer insight
How cookie-cutter marketing advice can miss what makes a company distinct
What investors should understand before cutting people, morale, or institutional knowledge

Arin Schultz’s path from an unconventional start in sales to Chief Growth Officer at Naturepedic becomes a case study in why human selling, relationship-building, operational awareness, and culture still matter in a marketplace increasingly tempted by dashboards, automation, and spreadsheet-led decisions.

Arin makes the case that revenue growth is not just a function of strategy, product, or capital. It depends on people who understand the customer, read the room, build trust, preserve institutional knowledge, and stay close enough to the front lines to know what is really happening inside the business.

For leaders, the episode reinforces a high-stakes point: dashboards can show outcomes, but they rarely show the human infrastructure that creates those outcomes.

This episode is especially relevant for:

Founders and CEOs leading growth-stage companies
Presidents and owners thinking about sales, marketing, retail, and customer experience
Private equity and investor-backed leadership teams
Revenue leaders overseeing sales, marketing, customer service, and retail growth
Executives navigating scale, hiring, investor alignment, or operational change

This conversation dives into:

Why human salespeople still matter in revenue growth
How CEOs can stay connected to frontline employees
What private equity should understand before cutting headcount
How sales experience prepares leaders for the C-suite
Why customer relationships still matter in complex sales

You’ll hear:

How Arin’s early sales experience shaped his path to Chief Growth Officer
Why sales teaches leaders to read the marketplace instead of forcing outcomes
What human salespeople still do that AI, automation, and dashboards cannot replace
Why customer relationships can become the deciding factor when products and pricing look similar
How executives can uncover hidden operational insight by talking with frontline employees
Why cookie-cutter marketing and consulting advice can miss what makes a company valuable
What investors should understand about institutional knowledge, morale, and human capital before cutting headcount

Arin Schultz is Chief Growth Officer at Naturepedic, where he leads marketing, sales, retail, customer service, and public relations. Revenue Unscripted is hosted by Jennica Dixon, President at Slattery Sales Group, and explores the human side of revenue growth — the people, behaviors, risks, and decisions that shape stronger sales teams, healthier margins, and sustainable business value.

Revenue Unscripted, hosted by Jennica Dixon, President at Slattery Sales Group, explores the real people, behaviors, risks, and decisions behind stronger revenue, healthier margins, and sustainable growth.

Subscribe for candid conversations with founders, CEOs, revenue leaders, business builders, and transformation experts on what really drives growth in complex, human-centered selling.

Chapters

00:00 Introduction to Revenue Unscripted
01:29 Arin Schultz joins the conversation
03:04 An unconventional path into sales
05:15 Becoming a father and choosing a career in sales
07:12 Turning a phone and computer into millions in sales
09:33 Rebuilding confidence after a difficult sales environment
10:45 Starting over at Naturepedic
11:56 Taking on marketing and broader growth leadership
13:22 Why old-school sales tactics no longer work
14:13 What sales gave Arin on the path to the C-suite
15:13 Learning the business from a trade show floor
16:37 Why leaders should throw new hires into real customer environments
17:29 Why sales still feels like a black box to many CEOs
20:53 Why AI cannot replace human relationship-building
22:11 Three ways salespeople can connect with buyers today
24:33 Why more executives need to get into the trenches
26:17 What leaders miss when they manage only by dashboard
27:58 Finding the hidden strengths inside an organization
29:39 Why cookie-cutter marketing agencies miss the mark
32:38 Choosing aligned investors instead of fear-driven capital
34:45 How investors helped strengthen manufacturing and scale
38:30 What active investors should learn before cutting headcount
40:25 Why repeated layoffs can break trust and productivity
41:11 Human capital, morale, and Arin’s leadership philosophy
42:30 Closing reflections

#RevenueGrowth
#HumanSelling
#SalesLeadership
#ExecutiveLeadership
#RevenueUnscripted

Links and Resources

Arin’s LinkedIn: https://www.linkedin.com/in/arin-schultz-581a132b/
Naturepedic website: http://www.naturepedic.com
Slattery Sales Group: https://www.slatterysales.com/
Revenue Unscripted: https://www.slatterysales.com/podcast-guest/

S01 E22 - The Art of Diversifying Your Customer Base | John Van Ness

Jennica Dixon — Fri, 03 Jul 2026 15:00:00 +0100

In this episode of Revenue Unscripted, host Jennica Dixon speaks with John Van Ness, VP of Sales at Otto Environmental Systems, about navigating revenue challenges, particularly during the COVID-19 pandemic. John shares insights on how his company lost a significant portion of revenue but managed to pivot and replace it by diversifying their customer base. The conversation emphasizes the importance of human connection in sales, the challenges of balancing growth with operational capacity, and the necessity of radical honesty in sales conversations. John also offers valuable advice for CEOs on managing sales teams and expectations. In this conversation, Jennica Dixon and John Van Ness explore the complexities of sales, including the impact of territory changes on sales performance, the journey into sales careers, the importance of understanding rejection, and the essential qualities of effective sales leadership. They emphasize the need for respect and kindness in leadership, the significance of understanding customer needs, and the importance of tracking sales behaviors to ensure success. The discussion also touches on the challenges faced by new sales leaders and the need for a long-term perspective on revenue management.

Takeaways

It's not just product, it's not just process, but it's also people.
Losing a significant portion of revenue can be a wake-up call.
Diversifying the customer base can lead to increased margins.
Outbound activity, like phone calls, is crucial for sales success.
Sales is fundamentally a human interaction.
Radical honesty in sales conversations builds trust.
Sales teams often shy away from delivering bad news.
Leadership must model the behavior they want to see in their teams.
Growth can create capacity challenges that need to be managed.
CEOs should understand that revenue fluctuations are normal. Sales territory changes can significantly impact paychecks and performance.
Sales is a rewarding career path with unique challenges.
Dealing with rejection is a key skill for salespeople.
New sales leaders should focus on understanding their market and product.
Revenue forecasting should consider longer time frames than just monthly results.
Sales behaviors are strong indicators of future performance.
Respect and kindness are crucial in leading sales teams.
Salespeople must uncover customer needs before pitching solutions.
The ability to handle rejection is essential for sales success.
Sales is the only role where frequent rejection is expected.

Connect with John - https://www.linkedin.com/in/john-van-ness-02b94013/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

Listen to Revenue Unscripted on these podcast platforms:
Spotify: https://open.spotify.com/show/7AUBIk1HFgUO6Cci4YFhKM
Apple Podcasts: https://podcasts.apple.com/podcast/revenue-unscripted/id1869568856
Amazon Podcasts: https://music.amazon.com/podcasts/5892af04-ab67-4379-9638-6a3aba17f953/revenue-unscripted

#RevenueUnscripted #JennicaDixon #SalesLeadership #RevenueGrowth #B2BSales #SalesStrategy #SalesPerformance #ForecastAccuracy #SalesManagement #RevenueLeaders #FounderInsights #SalesCoaching #MarginProtection #SalesDifferentiation #RevenueOptimization Revenue Unscripted is the podcast where sales fiction meets reality. Hosted by Jennica Dixon, President of Slattery Sales Group, this show pulls back the curtain on what really drives revenue growth in complex B2B sales environments. Through candid 30-45 minute conversations with founders, CEOs, and revenue leaders, Jennica explores the real stories behind sales challenges, breakthrough moments, and the blind spots that quietly drain growth, margin, and valuation. Jennica brings over 40 years of combined client experience working with more than 2,400 companies across 170 industries. Her firm specializes in behavior-based sales transformation, helping organizations turn unpredictable pipelines into reliable revenue engines. From forecast accuracy and margin protection to sales team performance and competitive differentiation, Revenue Unscripted tackles the messy realities of human selling that traditional sales training glosses over. Whether you're a founder scaling your first sales team, a CRO rebuilding forecast credibility with the board, or a revenue leader trying to protect margins while accelerating growth, Revenue Unscripted delivers practical insights from leaders who've faced the same battles.

S01 E21 - Unlocking Revenue Through Customer Success | Doug Norton

Jennica Dixon — Fri, 26 Jun 2026 15:00:00 +0100

In this episode of Revenue Unscripted, host Jennica Dixon speaks with Doug Norton, a customer success leader, about the evolution of customer success and the importance of understanding customer value. They discuss the disconnect between what companies think their customers value and what customers actually value, emphasizing the need for technical services and the role of technology in enhancing customer success. The conversation also highlights the durability of human elements in sales, the significance of extracting value from customer relationships, and the emotional connections that can influence customer churn. In this conversation, Doug Norton and Jennica Dixon explore the intricacies of Customer Success Management, emphasizing the importance of understanding customer relationships, the human element in leadership, and the value of diversity within teams. They discuss how setting clear expectations can enhance performance and the critical role of Customer Success Managers in ensuring ongoing revenue through strong client relationships. The conversation also touches on the insights CEOs should seek regarding their top customers and the impact of AI on cognitive workload in business.

Takeaways

Customer success is about bringing value to clients.
Understanding customer needs is crucial for retention.
Technical services are highly valued by customers.
Usage metrics do not equate to value delivered.
Human connections are essential in sales and customer success.
Transparency builds trust with customers.
Emotional factors can significantly impact churn rates.
Companies must recognize their true competitive advantages.
Data-driven insights can inform product development.
Customer success teams need to understand where time is spent. Top-tier customers often push product limits.
Time studies can reveal insights about customer relationships.
Investing in the right areas is crucial for strategic decisions.
The human element remains vital in leadership.
Diversity in teams enhances performance and innovation.
Clear expectations eliminate ambiguity for team members.
Customer Success Managers play a key role in revenue retention.
Building trust with customers leads to upselling opportunities.
AI increases cognitive demands on employees.
In-person connections strengthen customer relationships.

Connect with Doug Norton: https://www.linkedin.com/in/dougnorton/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E20 - Unlocking Recurring Revenue: Reducing Churn | Lukas Alexander

Jennica Dixon — Fri, 19 Jun 2026 15:00:00 +0100

In this episode of Revenue Unscripted, host Jennica Dixon engages with customer experience leader Lucas Alexander to explore the critical role of customer success in driving revenue retention. They discuss the impact of AI on customer success strategies, the importance of understanding annual recurring revenue (ARR), and the necessity of investing in onboarding and support to prevent churn. The conversation emphasizes the human element in customer relationships and the need for post-sales teams to adopt a consultative approach to maintain long-term partnerships. In this conversation, Lukas and Jennica discuss the importance of building long-term relationships with customers, the essential skills needed for Customer Success Managers (CSMs), and the role of AI in enhancing customer service. They emphasize the need for consultative selling, the significance of relationship building, and the risks associated with fast growth in companies. Lukas shares insights on how to invest limited resources effectively to retain revenue and protect customer relationships.

Takeaways

Customer success is crucial for revenue retention.
AI is reshaping customer success strategies.
Understanding ARR is vital for business health.
Investing in onboarding can prevent churn.
Customer relationships are built on trust and value.
Retention is cheaper than acquisition in SaaS.
Post sales teams should focus on customer experience.
Technical support is essential for product adoption.
Human connections drive business success.
Long-term partnerships require mutual investment. Post-sales relationships are long-term, not transactional.
Understanding customer pain is key to upselling.
CSMs must be consultative and skilled in discovery.
Effective communication involves asking the right questions.
Basic sales methodology training is often overlooked.
Relationship building is crucial for CSMs.
AI can enhance but not replace human interaction.
Invest in your highest paying customers for retention.
Fast growth can lead to risks if not managed properly.
Protecting revenue is essential for long-term success.

Connect with Lukas Alexander: https://www.linkedin.com/in/lukas-alexander-3b827280/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E19 - Building a Customer-Centric Sales Culture | Steve Craig

Jennica Dixon — Fri, 05 Jun 2026 15:00:00 +0100

In this episode of Revenue Unscripted, host Jennica Dixon and guest Steve Craig discuss the challenges and strategies of transitioning from founder-led sales to a structured sales team. They explore the importance of sharing the founder's vision, the significance of hiring the right individuals, and the necessity of fostering a customer-first culture. Steve emphasizes the need for flexibility in execution and the critical role of self-belief in sales success. The conversation also touches on the common pitfalls in hiring and the importance of understanding what motivates team members. In this conversation, Jennica Dixon and Steve Craig explore the nuances of sales performance, emphasizing the importance of environment, soft skills, and effective communication. They discuss the challenges of promoting top sales performers to leadership roles and the significance of building cohesive teams. The dialogue highlights the need for leaders to slow down in their hiring processes and focus on finding individuals who can contribute positively to the team dynamic.

Takeaways

No one sells like the founder due to their passion.
Sharing the vision and mission is crucial for sales teams.
Flexibility in execution is key for sales success.
Successful handoffs require training and understanding of the mission.
Hiring is the most important task for leaders.
The right hire is more about the individual than the resume.
Self-belief in sales roles is critical for success.
Sales is about helping customers, not just selling.
Understanding what gets team members out of bed is essential.
A customer-first culture counters commission breath. A strong marketing presence can significantly impact a salesperson's success.
Soft skills often outweigh hard skills in sales effectiveness.
Communication is key; being a good listener can lead to better sales outcomes.
Promoting top sellers to leadership roles can backfire if they lack a team-oriented mindset.
Training for leadership roles is often inadequate in organizations.
Understanding individual motivations is crucial for effective team dynamics.
Sales success is about how you make customers feel, not just the product knowledge.
Hiring should focus on cultural fit and interpersonal skills.
Leaders should be humble and willing to learn from others.
Choosing the right team members can lead to long-term success.

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E18 - The Art of Selling in a Commoditized Market | Adam Tosto

Jennica Dixon — Fri, 22 May 2026 15:00:00 +0100

In this episode of Revenue Unscripted, host Jennica Dixon speaks with Adam Tosto, VP of Sales at Maison Villevers, about the intersection of hospitality and sales. They explore how Adam's extensive background in hospitality informs his approach to selling premium brands in a competitive market. The conversation delves into the importance of education and training in sales, the concept of over delivery, and the need to balance data analysis with real-world insights to drive business success. Adam emphasizes the significance of human relationships in sales, especially in an era dominated by technology and data. In this conversation, Adam Tosto discusses the evolving landscape of sales, emphasizing the renewed desire for human interaction in a world increasingly dominated by technology. He highlights the importance of storytelling and personal connections in sales, the challenges of navigating complex market dynamics, and the necessity of maintaining a strong, agile team. Tosto also shares insights on managing costs and the value of investing in people, even during tough economic times.

Takeaways

Hospitality is a competitive edge in sales.
Education and training are essential for sales success.
Over delivery can significantly reduce marketing costs.
Understanding consumer behavior is crucial for sales.
Data analysis must be complemented with real-world insights.
Building human relationships is key in a tech-driven world.
Sales strategies should focus on reducing friction for customers.
The nuances of market dynamics can impact sales performance.
Salespeople must adapt to changing consumer behaviors.
Effective communication is vital in sales interactions. Buyers are increasingly seeking human salespeople in the room.
The importance of storytelling in sales cannot be overstated.
Real-life experiences are valued more than digital interactions.
Investing in people is crucial for long-term success.
Sales teams must avoid complacency to remain competitive.
Automation should enhance, not replace, human interaction.
Understanding market dynamics is essential for navigating challenges.
A positive outlook is vital for success in sales.
Sales is a winnable game, and mindset matters.
Human connection drives growth in business.

Connect with Adam: https://www.linkedin.com/in/adam-tosto/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E17 - Unlocking Revenue Growth Through the Human Element in Sales | Matthew A. Johnson

Jennica Dixon — Tue, 12 May 2026 15:00:00 +0100

In this episode of Revenue Unscripted, host Jennica Dixon speaks with Matthew A. Johnson, a seasoned revenue practitioner with a diverse background in sales and healthcare. They explore the importance of understanding customer needs, the transition from healthcare to sales, and the critical role of sales skills in both SMB and enterprise environments. The conversation delves into the impact of acquisitions on customer relationships and the challenges of maintaining a customer-centric approach in leadership. Matthew emphasizes the significance of asking the right questions and the limitations of AI in replacing human interaction in sales.

Takeaways

Sales is not just about the product, but about understanding people.
The transition from healthcare to sales can provide unique insights.
Asking the right questions is crucial in diagnosing problems.
Sales skills are essential for founders and entrepreneurs.
Customer acquisition costs can indicate a company's health.
Leadership drift from customer focus can lead to business decline.
AI cannot replace the emotional connection in sales.
Understanding customer needs is key to long-term success.
The onboarding process is critical for customer retention.
Acquisitions can disrupt customer relationships if not managed carefully.

Connect with Matthew: https://www.linkedin.com/in/mattj/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E16 - Unlocking Scalable Revenue Strategies | Paul Livanos

Jennica Dixon — Fri, 01 May 2026 15:00:00 +0100

In this episode of Revenue Unscripted, host Jennica Dixon speaks with Paul Livanos, Vice President and Head of Sales at Siepe, about the intricacies of building a high-performing sales culture, navigating the private credit space, and the importance of having a clear growth strategy. They discuss the transition from early growth to scaling, the mindset shift required for investing in sales, and the significance of defining a North Star for organizational alignment. Paul shares insights on the impact of IPO on decision-making and the importance of ensuring pipeline predictability through effective tools and communication. In this conversation, Paul Livanos and Jennica Dixon explore the complexities of sales management, particularly in the context of hiring, sales cycles, and preparing for an IPO. They discuss the challenges of balancing resource allocation with sales opportunities, the importance of understanding the sales cycle, and the need for clear expectations in a post-IPO environment. The conversation also delves into managing long sales cycles, identifying meaningful sales metrics, and the significance of aligning talent with the right roles in sales teams.

Takeaways

Sales organizations should be viewed as a revenue-generating investment, not an expense.
Transitioning from founder-led sales to a dedicated sales team is crucial for growth.
A clear North Star helps align teams towards common goals.
Sales should represent the voice of the customer and market.
Setting realistic expectations is essential for achieving growth targets.
Internal alignment reduces friction between departments.
Investing in sales resources leads to greater market opportunities.
Pressure testing internal beliefs can validate market strategies.
Tools like CRM and Gong enhance pipeline visibility and predictability.
Effective communication and regular updates are key to maintaining sales momentum. Hiring too late can put you behind the ball.
Sales cycles can be simplified into three phases: originate, develop, close.
It's essential to provide resources for different phases of the sales cycle.
Gradual changes are better than large pivots in strategy.
KPIs should demonstrate real progress, especially in long sales cycles.
Salespeople need to ask the right questions to qualify opportunities.
Not all successful salespeople fit every company culture.
Domain expertise is crucial for effective sales roles.
Investing in technology can help analyze sales data effectively.
Focus on growth and realistic expectations, especially during IPO preparations.

Connect with Paul: https://www.linkedin.com/in/plivanos/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E15 - Audacious Creativity in the Age of AI | Adam Pines

Jennica Dixon — Fri, 24 Apr 2026 15:00:00 +0100

In this episode of Revenue Unscripted, host Jennica Dixon speaks with Adam Pines, Chief Growth Officer, about the evolving landscape of sales and marketing. They discuss the importance of creativity and authenticity in breaking through the noise created by AI and automation. Adam shares his unique journey from journalism to sales, emphasizing the skills that translate between the two fields. The conversation also touches on the necessity of adapting sales strategies to foster genuine relationships and the courage to pivot when traditional methods fail.

Takeaways

AI is creating a sameness in sales and marketing.
Creativity is essential for sales success.
Authenticity builds trust with clients.
Salespeople must adapt to individual client needs.
The past does not predict future success.
Effective sales require boldness and risk-taking.
Listening is crucial in sales conversations.
Automation can lead to ineffective communication.
Building relationships is key in B2B sales.
It's okay to pivot from unsuccessful strategies.

To connect with Adam - https://www.linkedin.com/in/adampines/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E14 - The Art of Humble Selling | Sandella Gansheimer

Jennica Dixon — Fri, 17 Apr 2026 15:00:00 +0100

In this conversation, Sandella Gansheimer shares her insights on navigating complex sales negotiations, emphasizing the importance of humility, listening, and collaboration. She discusses her experiences with major retailers like Walmart and the dynamics of building trust with buyers. Sandella highlights the need for salespeople to act as colleagues rather than adversaries, and she reflects on her own learning experiences in high-stakes situations. The conversation concludes with a focus on the role of humility in sales and the importance of recognizing buyer needs. In this conversation, Sandella Gansheimer and Jennica Dixon explore the evolving landscape of sales, emphasizing the importance of emotional intelligence, collaboration, and the human connection in building successful sales relationships. They discuss the shift from a traditional selling mindset to one focused on serving customers, the role of women in sales, and the detrimental effects of ego in professional interactions. Through personal anecdotes and insights, they highlight the necessity of understanding customer needs and fostering a respectful dialogue to achieve mutual success.

Takeaways

Humility can lead to greater financial success in sales.
Time is the most valuable resource in negotiations.
Sales should be a collaborative effort, not adversarial.
Understanding buyer needs is crucial for successful sales.
Listening is more important than talking in sales conversations.
Salespeople should act as colleagues to their buyers.
Mistakes are part of the learning process in sales.
Building trust with buyers is essential for long-term success.
Sales strategies should be rooted in mutual goals.
Recognizing the human element in sales can improve outcomes.
Stop selling and start serving to build better relationships.
Healthy debates in sales lead to better solutions.
Emotional intelligence is crucial in understanding clients.
Women in sales bring valuable skills to negotiations.
Collaboration is key to successful sales strategies.
Ego can derail conversations and relationships.
Seek to understand your customer's needs and motivations.
Perfection is not expected; progress is what matters.
Sales is about human connection, not just transactions.
Always be open to learning from others in the field.

To connect with Sandella - https://www.linkedin.com/in/sandella-gansheimer-3b46901b/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E13 - Strategies for Targeting Tier One Clients | Bill Solari

Jennica Dixon — Fri, 10 Apr 2026 15:00:00 +0100

In this conversation, Bill Solari shares his extensive experience in global sales, emphasizing the importance of understanding cultural nuances in decision-making across different regions. He discusses the universal truths of selling, the risks of product adaptation, and the strategy of targeting tier one customers first. Bill also highlights the significance of setting boundaries with large clients, the dangers of over-reliance on a single customer, and the critical role of business development in diversifying revenue streams. He provides insights into expanding niche products into broader markets and the challenges of overcoming the pain of change for customers. Finally, he stresses the importance of building a strong business case for pricing based on the inherent advantages of a product. In this conversation, Bill Solari shares insights on navigating complex B2B sales, emphasizing the importance of understanding product value, market pricing, and total cost of ownership. He discusses strategies for improving margins, the significance of persistence in sales follow-up, and the value of hiring diverse talent to fill blind spots in teams. Bill also highlights the advantages of software licenses in achieving high margins and the need for a proactive approach in sales.

Takeaways

Understanding cultural nuances is crucial in global sales.
A great product simplifies the sales process.
Listening to customers can reveal new opportunities.
It's important to set boundaries with large clients.
Over-reliance on a single customer can be risky.
Business development is essential for revenue diversification.
Niche products can be expanded into broader markets.
The pain of change is a significant barrier for customers.
Market readiness is key to successful product launches.
Building a strong business case justifies premium pricing. Understand your product and competitors thoroughly.
Communicate the total cost of ownership effectively.
Differentiate your offering to avoid being seen as a commodity.
Analyze reasons for losing sales to improve strategies.
Leverage software licenses for higher profit margins.
Hire individuals who can grow and replace you.
Be persistent in following up with potential clients.
Focus on emerging markets to reduce risk.
Avoid commoditized markets unless you have a strong foothold.
Always seek feedback to improve sales processes.

To connect with Bill Solari - https://www.linkedin.com/in/bill-solari/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E12 - Navigating Growth in Fast-Paced Markets | Anthony Palladino

Jennica Dixon — Fri, 03 Apr 2026 15:00:00 +0100

In this conversation, Anthony Palladino, Chief Revenue Officer at Mabl, discusses the importance of agility in fast-changing markets, the concept of mindful growth, and the necessity of refreshing ideal customer profiles (ICPs) and differentiators. He emphasizes the need for a strong leadership culture that fosters independence among team members, the significance of understanding customer workflows, and the challenges faced during pre-IPO and post-IPO phases. Anthony also provides valuable insights for founders on how to approach growth strategically and the importance of validating product-market fit before scaling.

Takeaways

Creating an independent environment allows teams to operate effectively.
Mindful growth requires a focus on hiring and ramping processes.
Refreshing ICPs and differentiators is crucial in fast-paced industries.
Understanding customer workflows is essential for product success.
Transparency in company metrics fosters alignment and accountability.
Sales and marketing teams must work collaboratively towards common goals.
Leadership should prioritize developing people into their best versions.
Agility in business comes from a deep understanding of customer needs.
Pre-IPO and post-IPO processes require different operational strategies.
Every dollar spent in a company has a significant impact on growth.

To connect with Anthony - https://www.linkedin.com/in/anthonypalladino/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E11 - The Human Element in Commoditized Industries | Dusty Lloyd

Jennica Dixon — Fri, 27 Mar 2026 15:00:00 +0000

In this conversation, Dusty Lloyd and Jennica Dixon explore the complexities of B2B and B2C sales, particularly in the mortgage industry. They discuss the challenges of commoditization, the importance of the human element in sales, and the need for sales professionals to understand the pain of change their clients experience. The conversation emphasizes the significance of total cost of ownership over mere price, strategies for growth in a competitive market, and the necessity of differentiation in a commoditized landscape. Dusty shares insights from his experience in the mortgage industry, highlighting the value of building long-term relationships with clients and being a trusted advisor. In this conversation, Dusty Lloyd and Jennica Dixon explore the nuances of building relationships in sales, the importance of networking, and strategies for creating a lean sales organization. They discuss compensation strategies that encourage retention and how to shift from being perceived as a commodity to a trusted advisor in the industry. Dusty shares insights from his experience in the mortgage business, emphasizing the value of personal connections and effective communication in driving sales success.

Takeaways

The mortgage business is highly commoditized, making differentiation crucial.
Human interaction remains essential in complex sales processes.
Understanding the pain of change is vital for effective selling.
Total cost of ownership should be prioritized over upfront price.
Sales professionals must believe in their value proposition to succeed.
Building long-term relationships with clients fosters trust and loyalty.
Growth strategies should focus on training and onboarding new salespeople.
Differentiation can come from execution rather than unique offerings.
Salespeople need to quantify their value to clients effectively.
Navigating a commoditized market requires a focus on complex, high-stakes transactions. Building rapport is essential in sales, especially with diverse clients.
Networking is crucial; your connections can lead to unexpected opportunities.
Relationships lead to more sales and can open doors to other industries.
Cold calling is often a result of not leveraging existing relationships.
Retention strategies should be in place to value long-term contributors.
A lean sales organization can empower salespeople and enhance efficiency.
Compensation should reflect the value brought by salespeople to the organization.
Incentivizing ownership can motivate employees to stay and contribute.
Understanding the market and honing your pitch is vital for success.
Shifting from a commodity mindset to a trusted advisor role can differentiate your business.

To connect with Dusty Lloyd - https://www.linkedin.com/in/dusty-lloyd-204a856/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E10 - Navigating the Human Side of Sales | Benjamin Yuille

Jennica Dixon — Fri, 20 Mar 2026 15:00:00 +0000

In this episode of Revenue Unscripted, Jennica Dixon speaks with Benjamin Yuille about the intricacies of building high-performing sales cultures, the transition from corporate to startup environments, and the essential role of leadership in sales. They discuss the importance of understanding human dynamics in sales, the challenges of selling in a competitive landscape, and the necessity of human salespeople in an increasingly AI-driven world. Benjamin emphasizes the need for consultative selling and the significance of identifying the pain of change for prospects. The conversation concludes with insights on the importance of customer feedback and the future of sales organizations.

Takeaways

Sales is fundamentally about people and relationships.
Transitioning from corporate to startup sales presents unique challenges.
Leadership quality significantly impacts startup success.
Salespeople must understand the problems they are solving for clients.
The pain of change is a major barrier to sales success.
Consultative selling is crucial for effective sales strategies.
Sales teams need to be structured to support success.
AI can augment sales processes but cannot replace human interaction.
Hiring should be intentional to avoid costly mistakes.
Customer feedback is vital for product and sales strategy.

To connect with Benjamin Yuille - https://www.linkedin.com/in/benjamin-yuille/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E09 - Navigating Change: How to Keep Your Value Proposition Relevant | Marco Terruzzin

Jennica Dixon — Fri, 13 Mar 2026 15:00:00 +0000

In this episode of Revenue Unscripted, host Jennica Dixon welcomes Marco Terruzzin, Chief Revenue Officer at Energy Vault, to discuss the critical role of value propositions in driving revenue growth. Marco shares insights from his extensive experience in the clean energy sector, emphasizing the importance of aligning a company's value proposition with market demands and customer needs. He highlights how a clear and adaptable value proposition can differentiate a company in a competitive landscape, especially as industries evolve rapidly due to technological advancements like AI.

Marco elaborates on the necessity of regularly revisiting and refreshing value propositions to ensure they remain relevant. He warns against the dangers of becoming too attached to existing solutions without considering customer feedback and market changes. The conversation also touches on the balance between persistence and agility in business strategy, particularly in the context of disruptive innovation. Marco's insights provide valuable guidance for executives looking to navigate growth while maintaining a strong connection to their core value offerings.

Takeaways

Positioning the company in a growing industry is crucial for growth.
A strong value proposition must be adaptable to market changes.
Listening to customers is essential for refining value propositions.
Regularly reviewing value propositions can uncover new market opportunities.
Balancing persistence with agility is key to successful innovation.

Connect with Marco Terruzzin:
LinkedIn: https://www.linkedin.com/in/marcoterruzzin/
Founder: https://www.linkedin.com/company/evfy/

If you found this episode valuable, hit subscribe and leave us a review - it helps more sales leaders and business owners find the show.

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E08 - Why the Human Element Still Wins in B2B Sales (Even in the Age of AI) | Vince Burruano

Jennica Dixon — Fri, 06 Mar 2026 15:00:00 +0000

What happens to B2B sales when AI starts buying on behalf of buyers? Vince Burruano, fractional sales leader, consultant, and author of A Daily Dose of Sales Wisdom, joins Revenue Unscripted to dig into the future of the sales profession and why the human element isn't going anywhere. With nearly 30 years leading sales teams across the moving and office technology industries, Vince brings a sharp, practical perspective on what separates elite sales professionals from the rest - and what leaders need to do right now to protect and grow the value of their sales teams.
From the psychology of buyer resistance to the cultural cost of tolerating toxic top performers, this conversation covers ground that every sales leader and CEO needs to hear. Vince and Jennica explore how AI and RFP-driven procurement are accelerating commoditization, why hiring for cultural fit and intellectual curiosity matters more than ever, and how the sales professionals who do the unglamorous fundamentals consistently will be the ones who thrive as the landscape shifts.

Key Takeaways:

Handwritten notes and thank you cards still differentiate sales professionals in ways that digital communication simply cannot replicate
Asking permission to take notes during a sales meeting slows the conversation down in a good way and signals genuine listening
AI will increasingly sit between sales professionals and real decision-makers, making it critical to sell through and past procurement gatekeepers
The transactional sale has largely been absorbed by digital channels - if you're not selling something complex and relationship-driven, price will always win
Ultra high performers do all the small things consistently that average performers skip
Cultural toxicity from a top performer is never free - what you tolerate, you signal is acceptable
People don't change until the benefit of changing outweighs the perceived cost by at least 2x
Sales professionals who operate like true business professionals - bringing industry insight, preparation, and genuine curiosity - will be the ones AI cannot replace
Culture is not what's in the employee handbook; it's what people do when no one is watching

Connect with Vince Burruano:
LinkedIn: linkedin.com/in/vincent-burruano
Website: practicalsaleswisdom.com
Books by Vince Burruano (available on Amazon and Barnes & Noble):
A Daily Dose of Sales Wisdom
The New Sales Professional's Playbook
Coach, I Gotta Pee

If you found this episode valuable, hit subscribe and leave us a review - it helps more sales leaders and business owners find the show.

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E07 - Navigating the Digital Asset Landscape | Mike Diedrichs

Jennica Dixon — Fri, 27 Feb 2026 15:00:00 +0000

In this episode of Revenue Unscripted, Mike Diedrichs, the global head of sales for TZERO, discusses the challenges and strategies involved in quadrupling revenue in a rapidly evolving market for digital asset securities. He emphasizes the importance of internal alignment, transparency with clients, and the human element in sales. Mike shares insights on how to maintain a positive company culture while pursuing aggressive growth and offers valuable advice for founders navigating the complexities of sales and client relationships.

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E06 - Selling Complex Solutions Without Overwhelming Buyers | Michael Galloway

Jennica Dixon — Fri, 20 Feb 2026 15:00:00 +0000

Most salespeople lose deals by talking too much about their product. Michael Galloway, Region Vice President at EnableComp, reveals why people write checks to solve pain, not chase upside, and how asking the right questions early can save months of wasted effort in complex healthcare sales cycles.
Michael shares his journey from reading the Wall Street Journal in middle school to becoming an elite enterprise seller who thinks like an owner. He explains why competing against inertia is harder than competing against other vendors, how to guide prospects through change without calling them incompetent, and the counterintuitive strategy of going for the no as early as possible to protect your most valuable asset: selling time.
Key topics:

Selling to solve pain versus selling upside
Competing against status quo and inertia
Asking business-appropriate challenging questions
Protecting seller time and opportunity cost
Thinking like an owner in sales
Healthcare revenue cycle management
Complex enterprise sales strategies
Avoiding unpaid consulting while being consultative
Scaling revenue without scaling meetings
Building sustainable company valuation through sales

Connect with Michael Galloway:
LinkedIn: https://www.linkedin.com/in/michaelackergalloway/
Company: EnableComp
Subscribe to Revenue Unscripted for more conversations with B2B leaders on building high-performing sales cultures and turning complex deals into predictable growth.

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E05 - Selling to Genius Buyers Without Being the Smartest in the Room | Farah Ruthnam-Sandys

Jennica Dixon — Fri, 13 Feb 2026 15:00:00 +0000

When you're selling to hedge fund managers and quants who are smarter than you, traditional sales tactics fall flat. Farah Ruthnam-Sandys, Head of Sales at Neudata, reveals how she built a high-performing sales team that competes against inertia in the alternative data intelligence space without needing to outthink their prospects.

Farah shares her unconventional path from supporting her mom's food business to leading revenue across the Americas for a market-leading data intelligence platform. She explains why humility beats knowledge in complex sales, how to help prospects see problems they never planned to solve, and the single question that reveals whether a deal will actually close.

Key topics:
- Selling to highly technical and intelligent buyers
- Competing against status quo when you're the market leader
- Building sales teams that don't rely on technical expertise
- The power of humility in enterprise sales
- Transitioning from individual contributor to sales leader
- Value selling versus relationship selling
- Training sales teams for complex B2B deals
- Building a sales function versus relying on star salespeople

Connect with Farah Ruthnam-Sandys:
LinkedIn: https://www.linkedin.com/in/farah-asghar-sandys/
Company: Neudata

Subscribe to Revenue Unscripted for more conversations with B2B leaders on building high-performing sales cultures and turning complex deals into predictable growth.

S01 E04 - The Hidden Math Behind Sales Quota Success | Kevin Onarecker

Jennica Dixon — Fri, 06 Feb 2026 15:00:00 +0000

Kevin Onarecker spent 30 years rebuilding broken sales teams in med tech and pharma, and he'll tell you straight: when leaders say "we just need to close more," they're missing everything.

After leading sales orgs from rep to VP, Kevin reveals why promoting your top performer destroys teams, how Fortune 500 companies train customers to expect discounts, and the brutal math that makes quota-setting either your secret weapon or your biggest liability. He breaks down why confident reps who "porpoise" (up one year, down the next) don't actually have a plan, how one executive killed a deal by offering a discount too early, and why the best sellers radiate quiet confidence instead of cockiness. This isn't about motivation speeches or ABC (Always Be Closing). It's about the assumptions hiding in your recurring revenue model and why your top three accounts might be producing 60% of territory revenue while you're spread across 150 hospitals.
Key takeaways:

Quota-setting is make-or-break - bad assumptions about recurring revenue and customer retention destroy forecasts and kill morale
Top performers bring attitude first, then knowledge and skills - hire for resilience and self-confidence that comes from preparation, not ego
The optimal sales team size is driven by what managers can actually coach - focus on the 3-5 accounts producing 50-60% of revenue, not spreading thin across 150
Reps miss quota because they lack strategic plans - break annual goals into monthly benchmarks and reverse-engineer the behaviors required
Discounting without strategy trains customers to wait for deals and crushes your math - it takes more than 25% additional revenue to overcome a 25% discount

Have questions about getting your team back on track? Drop them in the comments.

Connect with Kevin Onarecker:
LinkedIn: https://www.linkedin.com/in/kevin-onarecker-8401093/
Website: onareckerconsulting.com
Email: konarecker@onareckerconsulting.com
Book: Selling Smarter
System: Back On Track

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E03 - Revenue Systems That Scale Without Burnout | Paul Fuller

Jennica Dixon — Fri, 30 Jan 2026 15:00:00 +0000

Why does promoting your top salesperson to manager usually backfire? Paul Fuller, CRO at Membrain, has watched this pattern destroy sales orgs across 80+ countries. He reveals how Fortune 500 companies massage forecasts through three layers of Excel because nobody trusts their CRM, why call volume and email metrics are mostly theater, and the exact team size where coaching actually works. Paul breaks down the difference between vanity metrics and real progress indicators, how founders accidentally crush margins by swooping in to "help" close deals, and why your sales system might be designed to collect data instead of helping reps actually sell. Whether you're making your first sales hire or wondering why revenue feels unpredictable, this conversation will change how you build your sales organization.
Key takeaways:

Stop measuring vanity metrics like call volume - focus on actual conversations and first meetings that move deals forward
The optimal sales team size is 5-6 reps per manager, anything more and coaching quality collapses
Your CRM should help reps sell, not just collect data for executives - if reps avoid using it, that's your answer
Sales leaders must hold themselves accountable to weekly one-on-ones as a KPI, not just revenue numbers
Define three client commitment milestones to create accurate forecasts without spreadsheet gymnastics

Have questions about building predictable revenue systems? Drop them in the comments.
Connect with Paul Fuller:
LinkedIn: linkedin.com/in/psfuller
Learn more about Membrain: membrain.com
Podcast: Art and Science of Complex Sales

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

S01 E02 - Beyond the A Player Myth | Steve Craig

Jennica Dixon — Fri, 23 Jan 2026 15:00:00 +0000

When Steve Craig's father drove him through the wealthiest neighborhood in town and revealed that most residents were salespeople, it planted a seed that would shape his entire career philosophy. Now as VP of Sales at Solmedics, Steve shares hard-won wisdom about what actually builds championship sales teams—and it's not what most leaders think.

The uncomfortable truth? Your obsession with hiring A-players might be sabotaging your team's success. Steve breaks down why cohesive teams of solid B-players consistently outperform collections of individual stars, drawing parallels from championship sports teams to Navy SEAL units. The difference comes down to role clarity, discipline in the basics, and a willingness to make teammates better rather than chase individual glory.

This conversation challenges conventional sales leadership wisdom at every turn. Steve explains why nothing truly sells itself, how to conduct interviews that reveal grit over resume polish, and why the hiring process should start by talking candidates out of the job. He shares the framework for reverse-engineering personal goals into actionable sales plans, and reveals why your team should be your number one customer—not your actual customers.

For founders and sales leaders tired of the talent revolving door, Steve offers a radically different path: stop chasing rock stars, start building rowers who understand their seat in the boat, and create an environment where B-players can become champions through consistency and discipline in the boring fundamentals.

Stop sacrificing people for numbers. Learn how the best sales teams win through others, not despite them.

Connect with Steve Craig on LinkedIn: https://www.linkedin.com/in/stevecraig20/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

SE1 E01 - Building High-Performing Sales Cultures | with Steve Taneman

Jennica Dixon — Fri, 16 Jan 2026 14:45:00 +0000

In this episode of Revenue Unscripted, host Jennica Dixon sits down with Steve Taneman of Food Group International Inc. by A&M Global Solutions to unpack what it truly takes to build a high-performing sales organization in today’s competitive B2B landscape.

This conversation goes beyond product and pricing to explore the people, behaviors, and collaboration required for sustainable revenue growth. Jennica and Steve dive deep into understanding the buyer agenda, crafting meaningful unique selling points, and leveraging data-driven sales strategies to stand out in crowded markets.

You’ll learn why price alone will not get you there, how sales silos hurt growth, and why active listening and asking the right questions are non-negotiable skills for modern sales leaders. The episode also tackles change management, outward thinking, and the pain buyers experience during decision-making—insights every B2B sales professional needs.

Whether you’re leading a sales organization or selling on the front lines, this episode delivers practical insights you can apply immediately.

🔑 Key Takeaways:
Sales success is about people and behaviors, not just products
Strong sales organizations extend beyond the sales silo
You must stand out against 50+ competing brands
Price alone will not get you there
You’re never selling in a vacuum
Validating assumptions improves close rates
Asking probing questions beats yes/no conversations
Collaboration across teams drives better sales outcomes

Connect with Steve on LinkedIn: https://www.linkedin.com/in/steve-taneman-2685a614

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/